What is "quality text content" and how it helps increase sales
What is "quality text content" and how it helps increase sales
Content is the main component of any web resource and a reliable promotion tool. Under this concept, marketers mean texts, multimedia files, website infographics, and more.
High-quality content, that is, unique, relevant and useful for the consumer, is the key to the success of any Internet project. At first glance, it seems that creating such content is very simple. But in practice, even experienced marketers often make mistakes.
Stas Romanov, a marketer and specialist in the optimization of Internet resources, spoke about what high-quality content should be like, how to increase brand awareness with the help of content marketing, increase resource traffic and multiply sales.
Good texts for business: what should they be?
Creating a website for selling goods, drawing attention to a personal brand and popularizing services is only half the battle. To increase the position of a resource in search results, increase traffic and increase sales, you need to:
- conduct an audit of the resource;
- analyze competitors;
- think over a development strategy;
- create a content plan;
- form a semantic core;
- set up internal and external optimization;
- work on usability;
- promote the resource;
- set up end-to-end analytics.
But all this will not give the desired result without filling the site with quality content.
This is the task that many marketers, content managers, copywriters and SEO specialists are working on in 2022.
The main indicators of the quality of text content necessary for business development on the Internet are:
- Uniqueness. Anti-plagiarism services are used to check texts: Text.ru, ETXT, Advego, Content Watch and others. The higher the percentage of uniqueness, the better. Ideally, copywriters aim for 95-100%.
Literacy. The absence of grammatical, spelling, stylistic and other errors increases the credibility of the resource and facilitates the perception of the material. - Structured. A continuous canvas of text, where it is impossible to highlight the main idea and important theses, indicates the low quality of the content. The text should include subheadings of the second, third levels (optionally - the fourth). Necessary conditions for readability: division into paragraphs, use of lists, quotes.
- No water and nausea. Spammed text with a huge number of keywords and a large percentage of meaningless words is regarded by search robots as low-quality content. Therefore, the indicator of academic frequency should vary within 8-10%, classical - 3-4%, and water - 60-70% according to the Advego service.
Adaptation to the goals of SEO-promotion. In order for the text to be liked by search engines, it must be relevant and contain a certain semantic core. The optimal frequency of using a keyword for SEO promotion is 2-3%. - Ease of presentation. The text should be presented in an accessible and understandable language, without complex phrases and phrases, be consistent and logical.
Relevance. Content should be useful and relevant, not contain clickbait and not deceive the expectations of resource visitors.
Content Marketing Goals
Content requirements will differ depending on the tasks and goals that marketers set for themselves. For example, if you need to increase brand awareness and increase consumer confidence, you will need presentations, press releases, expert blog materials, native articles for publication in authoritative media and on thematic portals.
If you need to double the sales of an online store, marketers use SEO articles to promote, work on creating category descriptions, and publish texts on third-party resources like Miralinks.
Consider in detail the different types of content in relation to marketing goals.
Bringing the site to the top
If you need to raise a resource in search results, first of all you need to work on SEO indicators, that is, content optimization for search engines.
Step by step it looks like this:
- The marketer delegates the task to an SEO specialist who makes up the semantic core of future texts.
- Relevant keywords are selected for each landing page.
- Based on the received data, the project manager draws up a detailed TOR: key queries, format and structure of the text, its parameters.
- Copywriters write SEO texts according to TK, choosing the right storytelling style.
- Ready-made texts are checked by the editor and once again reviewed by an SEO specialist (for compliance with the required parameters).
Also, to bring the site to the top in 2022, the correct structure of the texts is very important. If earlier the number of headings, subheadings, the presence of lists, tables, and other things was at the discretion of the copywriter, today SEO specialists strictly monitor the observance of the narrative logic.
As an example, consider the work of a content marketing team to promote an online store blog. Initially, the wrong structure of the text was chosen, and the search engines stubbornly ignored the page
After a thorough study of the errors, it was decided to change the structure of the text, building a hierarchy of subheadings of the second and third levels. As a result, the page is quickly indexed and placed in the top 5 of Google.
Increasing brand awareness
Brands that have recently entered the market and have not yet managed to win the trust of the audience are in dire need of increasing awareness and forming a loyal attitude towards their products and services. To achieve these goals, marketers use native articles, press releases, publications on authoritative sites.
Content marketing in 2022 is the most popular and effective tool for online promotion. This is facilitated by the creation of useful and relevant materials that attract the target audience. The main idea is not a direct call to action, but behind the scenes advertising.
The format of native articles allows you to unobtrusively talk about the merits of a product or brand, competitive advantages. Most often, native articles are submitted as expert material and posted on niche blogs or thematic portals.
Texts aimed at increasing brand awareness should be:
- Unique.
- Useful.
- Expert.
- Aiming.
- Readable.
The level of trust and feedback from users depend on these indicators, which most often include niche experts, Internet market specialists, and business representatives.
Sales increase
If a resource that needs to be promoted has existed for a long time and has already won a certain weight in the market, marketers direct their primary attention to increasing sales.
For this, sales texts are used. But they do not live a separate life, but are organically combined with visualization tools. It is in this tandem that articles warm up the audience, increase interest in a product or service, work to form needs and lead a person to a purchase or order.
Selling content has distinctive features:
- It includes an enticing headline and a lead magnet, which are sure to contain intrigue, creativity, and an emotional message to go to the page.
- It contains motivational levers, evokes an emotional response, and shows competitive advantages.
- Calls to action and destroys the last doubts about the rationality of the choice.
Content Performance Metrics
Content marketing has measurable performance metrics. To evaluate KPI, you need to consider indicators of awareness of the target audience, evaluate engagement and conversions, as well as the growth of brand popularity.
Experienced marketers keep in mind the following indicators:
- The position of the resource in the search results. This is an important indicator, since about 94% of Internet users use Google and Yandex to find the information they need, and 75% of them never go beyond the first page of search results. Accordingly, the higher the position of the site, the more leads and sales.
- Audience engagement. This indicator is evaluated by the number of page views and user reactions (likes, reposts, comments), time spent on the site, and a decrease in the percentage of bounces.
Increase in conversions. - We take into account the growth of customers who have completed the target action on the site (subscribed to the newsletter, filled out the registration form), as well as the increase in the number of subscribers in social networks.
- Increasing brand reputation. After a conversion, users can share an opinion, leave a comment under published content, or tag a brand's social media page. These mentions are an important indicator of business growth.
Summarizing
Content marketing is a key tool for online promotion. In 2022, the leading specialists of the Internet market, with the help of high-quality content, increase website traffic, bring it to the top and increase sales.
Low-quality materials, on the contrary, can work against you and lead to a decrease in traffic.
To achieve your goals, you need:
- Decide on a promotion goal.
- Create an individual content plan.
- Prescribe a clear TOR for texts.
- Delegate tasks to a copywriter.
- Check the compliance of the finished material with the technical specifications.
- Publish texts on the site or third-party resources.
- Evaluate key performance indicators.
